Relationship Marketing Strategy and implementation

buyers. They planned to do this by creating a vertically integrated
network, linking small farmers, the coffee processor, supermarkets and
consumers (Figure 3.2.3).
Each of the four partners has relevant expertise to contribute in build-
ing the value chain of the brand. The long experience of Twin Trading in
advising small-scale producers how to meet customer specifications and
export requirements would be invaluable in ensuring quality and consis-
tency of supply. The raison d’êtreof Equal Exchange is to market food-
stuffs from small-scale Third World producers. Finally, Oxfam and
Traidcraft would bring their knowledge gained from their own retail
experience, as well as their wealth of social, cultural and political intelli-
gence from their contacts in countries all around the world, and their PR
expertise in raising awareness of issues with the support of their many
activists.

Identifying consumer value

It is a fundamental tenet of consumer marketing that corporate objectives
are achieved by satisfying consumer needs more effectively than your
competitors. Since Cafédirect had no marketing management, the task of
planning how to provide this superior value fell to Bruce McKinnon of
Media Natura, the advertising agency which was working for Cafédirect
on a retainer basis.
Bruce knew that in order to identify consumer perceptions of what con-
stitutes superior brand value, he would need a thorough understanding of
changing needs, economics and the coffee buying process. Ideally, the
value proposition presented by the brand should be unique and not easy
to emulate. Most food purchases are still made by women, so the poten-
tial coffee buyers were likely to be female, aged 20–45 years (it was
thought to be more difficult to change the behaviour of older buyers), in
social groups A, B and C1 (having the disposable income needed for dis-
cretionary spending). In order to identify the target consumers more accu-
rately, Bruce commissioned a market research study using standard

The supplier and alliance market domain 199

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Farmers

Figure 3.2.3 Cafédirect brand value chain.